Macau's luxury retail industry has been growing at a fast pace over the last five years with major opportunities for tourism and gaming created by the Chinese Government, resulting in the increase of economic growth and a rising desire for luxury products. In just 10 years' time, the retail sales volume in Macau has risen by 386% from MOP4.59 billion in 2000 to MOP22.34 billion in 2009, in which the luxury sector "watches and jewellery" took the largest share of 23%. This research provides strategic business development recommendations to a jeweller in Macau. The recommended strategies were based on the external industry analysis and the internal company analysis, under the discipline of strategic management, to generate a new strategic direction for the company. This report should be useful to managers in strategic management field, or anyone else who is interested in the luxury retail business.